Part 4 Flashcards
Products characterized by plain labels, no advertising, and the absence of brand names
generic products
brands name owned by a manufacturer or other producer aka national brand
manufacturer’s brands
brands offered by wholesalers and retailers aka store brand or private label
private brands
national brands sold exclusively by a retail chain
captive brands
single brand name that identifies several related products
family brand
single brand that uniquely identifies a product
individual brand
added value that a respected, well known brand name gives to a product in the marketplace
brand equity
What four dimensions is brand equity built on?
Differentiation
Relevance
Esteem
Knowledge
A brands ability to stand apart from competitors
differentiation
real and perceived appropriateness of the brand to a big consumer segment
relevance
a combination of perceived quality and consumer perceptions about the growing or declining popularity of a brand
esteem
extent of customers; awareness of the brand
knowledge
marketer responsible for a single brand
brand manager
product management system in which a person oversees a product line
category management
part of a brand that can be spoken
brand name
